Job Description

The Digital Experience Journey Mapping Lead is a strategic, hands-on expert responsible for establishing and scaling journey mapping as a core organizational capability. This role acts as the SME who guides experience design, content strategy, and digital teams in designing customer-centric experiences grounded in journey insights. They will define standards, build methodologies, mentor teams, and recommend the tools and technology needed to embed journey mapping into daily workflows.

Job Duties

1. Journey Mapping Leadership & Framework Development

Establish the enterprise-wide standards, methodology, and governance for customer journey mapping.

Build scalable, repeatable processes that teams can use to design, maintain, and activate journey maps.

Create frameworks that connect journey insights to end-to-end digital experience design, content strategy, personalization, and performance metrics.

2. Upskill and Enable Experience Design & Content Strategy Teams

Train and mentor content strategists, UX designers, and digital partners on journey-led experience design.

Facilitate workshops and hands-on coaching to elevate team capability.

Provide best practices, templates, and playbooks to embed journey thinking across digital work.

3. Guide Experience Design Using Journey Insights

Partner with UX, content, research, and digital experience teams to ensure experiences are intentionally designed based on journey understanding.

Translate journey findings into recommendations for content structure, design patterns, message sequencing, and personalization triggers.

Ensure all digital experiences align with a clear, customer-first journey narrative.

4. Technology & Tools Strategy (Non-IT)

Evaluate and recommend journey mapping platforms and supporting solutions for visualization, collaboration, and activation.

Partner with analytics, research, and digital experience teams to select and operationalize the right tools.

Maintain the journey mapping tools ecosystem and ensure teams are trained and supported in using it.

5. Cross-Functional Alignment & Influence

Serve as the organization's journey mapping SME across marketing, digital, research, content, operations, analytics, and customer teams.

Lead cross-functional workshops to identify friction points, moments that matter, and opportunity areas.

Influence roadmaps and planning by ensuring customer insights and journey data inform prioritization.

6. Insights Integration & Measurement

Collaborate with analytics, VOC, and research partners to incorporate quantitative and qualitative insights into journey maps.

Define journey-level KPIs and success metrics aligned with business goals.

Build processes to continuously update journey maps as new insights surface.

Minimum Requirements

6–10+ years of experience in UX, CX, digital strategy, service design, or experience design.

Demonstrated leadership in building or scaling journey mapping programs.

Exceptional facilitation, communication, and coaching skills.

Experience developing frameworks, standards, or operating models.

Proficiency with journey mapping and collaborative design tools.